richard e. caplan the university of akron 4. magazines christopher burnett california state, long...
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Richard E. CaplanThe University of Akron
4. Magazines
Christopher BurnettCalifornia State, Long Beach
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Magazines: Trends & Culture
• Sports Illustrated– Sports
• Glamour– 2 million readers
• Parenting– $200,000 in advertising
• Maxim– 2.5 million readers– Maxim Radio on SIRIUS
• Magazines reflect the culture
©Jam
es Leynes/Corbis
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Colonial Magazines and Newspapers
• 50 years after the first colonial newspaper • American Magazine
– Philadelphia -1741 - three issues
• General Magazine – Benjamin Franklin - six issues
• Magazine v. Newspaper – Magazine: national politics, culture and ideas– Newspapers: daily events of local communities
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The First National Mass Medium
• Magazines - first national medium – Newspapers local– Books expensive
• Magazine specialties – News– Culture– Entertainment
• Saturday Evening Post– First national publication,1821
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Reaching New Readers
• Women’s Issues: Godey's Lady’s Book, 1830– Advice on morals, manners,
literature, fashion, diet
• Social Crusades: Ladies’ Home Journal, 1887– Advocated Pure Food & Drug Act of
1906
• The Arts - Harper’s, Atlantic Monthly 1850s
• Political Commentary - Nation, 1865; New Republic, 1914; Crisis, 1910
• Postal Act of 1879– Cheaper mailing rate for magazines
Bettm
an/Corbis
Fashion in Godey’s Lady’s Book
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Investigative Journalism
• Muckrakers– Term coined by Teddy
Roosevelt who compared crusading reporters to the “Man with a Muckrake” in Pilgrim’s Progress
• Opposed relationship between big business and government
• Ida Tarbell and McClure’s – Targeted John D. Rockefeller
and Standard Oil, 1904Ida Tarbell
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Magazine Audiences • Two kinds of audience
– Definable, targeted, loyal audience
• Harold Ross’ The New Yorker – commentary, fiction and humor for sophisticated, wealthy
audience
– Broad, general readership • Henry Luce’s Time
– News & Comment in 28 pages
– “For people willing to spend a half hour to avoid being uninformed”
• Ebony and Jet, 1940s– 3 million readers
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Specialized Magazines
• Decline of general interest magazines
• People want specialized information
• Three Types – Consumer Publications
– Trade, Technical and Professional Publications
– Company Publications
©Ja
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Ley
nse/
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bis
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Consumer Magazines
• Sold by subscription, at newsstands, at supermarkets, and at bookstores – Time, Glamour, Parenting and Maxim
• Make more money than other magazines
• Have the most readers• Supported by
– Sales– Advertising
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elton/motleyim
age
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Trade, Technical and Professional Publications
• Professional associations
– Ex. American Medical News
• Universities– Ex. Columbia Journalism Review
• Company Magazines
– For employees, customers, stockholders – Ex. Chevron USA Odyssey – Usually don’t carry advertising
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Magazine Categories
Illustration 4.1
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Working for Magazines
• Editorial– Produces the content of the
magazine
• Circulation sales– Manages subscriptions
• Advertising sales– Sales of advertising space
• Manufacturing & distribution– Production and delivery of
the magazine
• Administration – Hiring, paying bills, etc.
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Working for Magazines
• Ad rates depend on circulation
• Circulation – Measured by the Audit Bureau of Circulation (ABC)
• Staff Writers
• Freelancers– Paid per article published
– Some specialize in a subject area
– Often write for more than one publication at a time
• Magazine career link
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Magazine Business
• Smaller social role• Competition for specific
audiences• Largest magazine audience:
Women– “Point-of-purchase” (Checkout)
• Segmented Audiences– Special interests– Regions, age groups, etc.
• Magazine Launches– 1 in 3 survive 5 years– Limited pool of purchasers– Circulation down; Ad income up
AP
/Wide W
orld Photo
Johnson Publications
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Top 10 U.S. Consumer Magazines
Illustration 4.2
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A Valuable Audience
• Average magazine reader– High school graduate– Married– Owns a home– Works full time
• Attractive audience for advertisers • Pass along readership
– People keep magazines an average of 17 weeks
– Each magazine has an average of four readers – Better ad targeting
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Ownership & Internet
• Industry sales– U.S. News for $100 million– Billboard for $40 million
• Refinement of audiences• Internet Editions
– Conferences with editors and newsmakers– Posting feedback on articles
• Internet Only Magazines– Salon– Slate
• Magazine Survival
Salon.com
/Slate.com
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Magazines and the Web
Illustration 4.3
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Critical Discussion
1. Will the marriage of magazines and other media, such as mobile phones increase magazine sales?
2. Will online only magazines be as profitable as print magazines?